Research On The Marketing Strategies Of Xiaomi Entering Into Europe Market

With the rapid development of the economy,the competition in the mobile phone market is increasingly fierce Many domestic mobile phone brands have stepped out of the country to achieve international marketing.Some mobile phone brands have also achieved certain results in the international market.Xiaomi was founded in 2010 which has achieved remarkable results in the Indian market and enjoys a high reputation internationally.At present,Xiaomi has turned its overseas target market to Europe and promoted the successful business model of Xiaomi in China and India to the European market.Based on the above background,this thesis takes Xiaomi Company as the research object,mainly studies Xiaomi's marketing environment and marketing strategy in the European market,and makes recommendations for domestic mobile phone brands entering the European market.This thesis is divided into six chapters.In the first chapter,the theoretical basis of international marketing was introduced.The second chapter uses the PEST model to analyze the marketing environment of the European market from a macro perspective.The third chapter introduces Xiaomi Company and its main products,and uses SWOT to analyze the current marketing status of Xiaomi Company in the European market,scoring various strategic choices through SWOT-AHP model,and identifying Xiaomi's best strategic choice in the European market.The fourth chapter uses STP theory and 4P marketing combination theory to analyze the market positioning of Xiaomi in the European market and the current marketing strategy.Chapter 5 analyses Xiaomi's effects and problems in the European market.In the last chapter,the inspiration of Xiaomi's marketing strategy for other brands was summarized.